Raj Shamani has grown Figuring Out from a podcast recorded under a blanket in his bedroom to a global media business with nearly 20m YouTube subscribers and a 120-person team. In this episode of The Business of Creators, Ian Shepherd sits down with Raj to unpack the systems, strategy and relentless experimentation behind that growth.

Raj explains why he doesn’t see Figuring Out as simply a podcast, but as the flagship product of a much bigger “education-first” media company spanning content, education, investments and social distribution.

Topics Discussed:
- How Raj went from a small city in India to building one of the world’s fastest-growing podcasts
- The “Wave Machine” Raj’s team uses to understand what audiences will care about next
- How a 120-person team researches guests, tests thumbnails and experiments with content
- Why Figuring Out expanded beyond business into health, relationships and understanding the world
- Raj’s ambitions to turn Figuring Out into a globally trusted education-first media institution

Key Takeaways:
- Build around a clear audience promise rather than trapping your content within one topic
- Focus on “teachings, not trends” and long-term value rather than chasing short-term virality
- Treat experimentation as a core business function — including actively studying what doesn’t work
- Great interviews require extensive preparation, curiosity and a willingness to ask difficult questions
- Think beyond your content format: a podcast or YouTube channel can become the foundation for a much larger business

Raj also reveals how his team prepares for major guests, why some recorded interviews never get published, and the dream guests he still wants to interview — including Jeff Bezos, Taylor Swift and Barack Obama.

Listen to learn actionable strategies to grow your creator business — and don't forget to subscribe to the channel for more insights on the business of creators!

Could you build the next major creator talent business?

In the latest episode of The Business of Creators, Ian speaks to Ore Ade, Partnerships Lead for Creator Networks at TikTok LIVE UK, about the huge opportunity around TikTok LIVE Creator Networks.

They discuss what a Creator Network actually does, who can start one and how these businesses recruit, coach and support LIVE creators. Ore also explains how networks make money, the skills founders need and how much capital it takes to get started.

You’ll hear how one former part-time teacher grew a network supporting around 1,000 creators, and why TikTok LIVE is looking for more entrepreneurs and agencies to enter the space.

Topics Discussed:
- What a TikTok Creator Network actually is
- How Creator Networks make money without taking a cut from creators
- How networks recruit, coach and manage LIVE creators
- What it takes to launch and scale a Creator Network
- Why TikTok LIVE could become increasingly important in an AI-driven content landscape

Key Takeaways:
- Learn how networks support TikTok LIVE creators with coaching, data, scheduling and operational support.
- Discover how TikTok pays networks directly from its side of the gifting model, allowing creators to retain their share.
- Hear why talent managers, creators, entrepreneurs and even people coming from a 9-to-5 could potentially enter the space.
- Learn what skills you need to succeed
- Hear the story of Hey Honey, which grew from its founder experimenting with LIVE into a Creator Network managing up to 1,000 creators.
- Discover why live streaming could evolve toward creator-led, high-production broadcasts that compete for attention with traditional media.

If you’re interested in building a business in the creator economy, this episode offers a detailed look at an emerging model that many creators and entrepreneurs still don’t know exists.

#TikTokLIVE #TikTokCreatorNetworks #JoinTCN

Learn more about TikTok LIVE Creator Networks: https://bit.ly/4wLRerP

Timestamps:
00:00 Intro
01:01 The Power of TikTok Live
02:07 How to Go Live on TikTok
02:39 Why Live Builds Trust
03:41 Monetisation Strategies for Creators
04:50 Comparing Live Streaming Platforms
05:59 Live Streaming’s Role in the Creator Economy
06:30 Formats and Niches That Work
07:33 Consistency Over Follower Count
08:08 Three Common Live-Streaming Mistakes
09:45 How TikTok Supports Live Creators
10:28 Coaching and the DJ AG Case Study
11:34 Understanding the Creator Network
12:15 What Creator Networks Do Day to Day
13:23 How Creator Networks Make Money
13:54 Building a Successful Creator Network
14:24 Who Should Start a Creator Network
15:27 Hey Honey: A Creator Network Success Story
16:28 How to Launch a Creator Network
17:29 Building Awareness and Partnerships
18:06 Startup Capital and Essential Skills
19:44 The Future of Live Streaming
20:45 Why Live Streaming Matters Now
22:28 How to Get Started and Connect

HubSpot has built a media company inside its software business — powered by creators, YouTube, newsletters and AI, and reaching 50 million people every month.

In this episode of The Business of Creators, Ian Shepherd speaks with Jonathan Hunt from HubSpot Media about the strategy behind that growth, how HubSpot evaluates creator businesses for acquisition, and why video, diversification and AI are becoming increasingly important for creators.

Topics Discussed:
- How HubSpot built a media network spanning 17 YouTube channels, newsletters, podcasts and websites
- The strategy behind acquisitions including The Hustle, Starter Story, Mindstream and Futurepedia
- What HubSpot looks for when evaluating creators and media businesses
- Why HubSpot is investing heavily in video and YouTube
- How AI is being used to scale content production and distribution

Key Takeaways:
- How HubSpot decides whether to build a media brand from scratch or acquire an established creator business
- What makes a creator business attractive to a potential acquirer, from audience scale and ROI to diversification and trust
- Why relying on a single platform can create significant risk for creators — and how to build a more resilient business
- How one long-form video can be turned into content across YouTube, social, newsletters, audio and other platforms
- How HubSpot uses AI to research ideas, test titles, repurpose content and identify potential creator partnerships while keeping human creativity and taste at the centre

Listen to learn actionable strategies to grow your creator business — and don't forget to subscribe to the channel for more insights on the business of creators!

Timestamps

• 0:00 — Introduction: HubSpot Media and Jonathan Hunt
• 1:07 — What HubSpot Media is and how it reaches audiences
• 2:15 — Why HubSpot began investing in owned media brands
• 3:24 — Jonathan’s background at Vox, National Geographic, and Complex
• 6:12 — The build-versus-buy approach to media acquisitions
• 7:28 — HubSpot’s AI media acquisitions and strategy
• 8:35 — How HubSpot evaluates creator businesses
• 10:52 — Working with creators after an acquisition without changing their voice
• 13:48 — Creator-business valuations and the TBPN acquisition
• 14:59 — Why video is HubSpot’s priority format
• 17:25 — How HubSpot’s creator program works
• 20:13 — How the team uses AI in content production
• 22:43 — The size and structure of HubSpot Media
• 24:06 — What’s next for HubSpot Media
• 25:13 — Advice for creators: diversify across platforms